A marketing and advertising blog that carries the latest information about the current topics in the field of marketing. It is for people who always wanted to ask about specific topics but did not know where to ask them.

Total Pageviews

March 24, 2014

Zing thing, PSPO, MSP, EDLP and other catch phrases used in popular advertising campaigns

An
advertisement is a story told in 60 seconds. The story has to have a taut
screen play and catchy phrases. The sound, the sights and the scenes have to
integrate seamlessly to create that memorable advertisement. Just remember “the
Zing thing” campaign by Limca. Advertisements use catch phrase sometimes even
technical terms to create an aura and mystery around the products It is akin to
weaving a web of mystique around the products.

1. PSPO:Peak
Speed Performance Output. This term was used by Orient
fans to talk about their products’ USP, a design which can deliver more
air to a large area. Orient has designed its motor and blades in such a manner
that the fan can cover more area and deliver more air. From a technical term
PSPO became a marketing term. A great transition.

2. MSP:Maximum selling Price.
A new concept just like MRP which is a concept of maximum retail price offered
by the seller, MSP is the maximum selling price is what a customer can get for
his products (mostly used and second hand). This catch phrase is currently being
popularized by OLX.com.

3. PUF:Polyurethane
Foam. In 1958, Godrej was the First
Indian Company to manufacture Refrigerators and Godrej
has become synonymous with the category. It was a
unique selling proposition that customers remember even today.

4. KILB:Kam
Insurance Leneki Bimari.The insurance company Aegon Religare
has done the popular KILB campaign. Religare had launched a catchy campaign
urging people to guard themselves against the ills of under insurance or 'Kam
Insurance Lene Ki Bimari' (KILB). The campaign spear headed by the actor Irfan
Khan proved to be very popular.

5. STC:Standard test condition. A term that is
very popularly used in automobile sector. For example the advertisement would
say “85KMPL” under STC. The standard test conditions would mean a cemented road
with a rider weighing only 60 kgs driving at a steady speed and neither accelerating
to much not breaking. And to top it all it is quite possible that the driver
could drive on 100 ml of petrol and get a mileage of 8.5 Kilometers. That is
simply multiplied with a factor of 10 to get a mileage of 85 KMPL.

6. NTS:Not to scale. Many diagrammatic
representations are quite deceptive. They tend to glorify the product. Thus the
manufacturer hides under the guise of NTS (not to scale). This way then can get
around the tricky issue of challenges from the customers.

7. NQAR Policy:No Questions asked Return
Policy. A marketing concept from the USA. It means that the customer can
return the merchandise and the retailer would not ask any questions as to why
the merchandise is being returned. In simple words the customer should not be
made uncomfortable by the probing question of the Customer care personnel.

8. DIY Kits: Do it Yourself
kits.
A Concept made popular by the Sweden maker of furniture IKEA.The furniture is supplied in knock
down condition and the customer has to assemble the same at his house with the
help of a illustrated manual.

9. FAQs:Frequently asked
questions. A set of question that the customers frequently ask. The salesman
has to be well versed to answer these questions to the satisfaction of the
customer

10. EDLP:Everyday low prices. A
term that is often used by WALMART. Most of the customers tend to procrastinate
when buying a product that is not immediately wanted. WALMART dangles the bait so
that he/she would buy the product immediately. Every day low prices guarantees
the lowest price each and every day.

11. SOHO:Small
Office Home Office.Itrefers to the category of business or
cottage industry that involves from 1 to 10 workers. The small office home
office has undergone a transformation since its advent of the internet which has enabled anyone working from
a home office to compete globally.

12. ZPTO:zinc pyrithione, PTO or zinc
pyrithione is a chemical compound with anti-fungal
properties, meant for topical application. ZPTO is an effective and relatively
safe treatment for dandruff. It works well on mild
and moderate cases ZPTO also helps in
curbing hair fall, where it is caused by dandruff. Used by Shampoo companies.

13. GSM:Grams
per square Metre. The paper density
of a type of paper or cardboard is the mass of the product per unit of area.

14. Zing
Thing:A brief
high-pitched humming or buzzing sound, such as that made by a swiftly passing
object or a taut vibrating string. The Zing thing was popularized by Gold Spot the
soft drink marketed by Parle Industries. Zing became synonymous with the youthfulness and excitement.

No comments:

Post a Comment

Profile

Dr.M. Anil Ramesh is an M.B.A, PhD from Osmania University, (overall 7th rank, 1st In Marketing stream), Hyderabad, India.
Presently Dr.M.Anil Ramesh is working as Director at Siva Sivani Institute of Management a Premier B-School based at Secunderabad, Telangana State.
Dr.M.Anil Ramesh has 30 years of experience both in Industry and in Academics. Widely read and traveled Dr.M.Anil Ramesh is a Management expert who appeared on many TV talks and shows. Dr.M.Anil Ramesh also writes a popular column in a popular English Daily Newspaper - HANS India.
The views expressed by the author in this blog are his own and do not necessarily represent the views of the institute where he works.
All Trademarks,brands, logos, pictures, videos used are the property of their respective owners and are used for illustrative purpose only.